Unexpected AI: New Study Finds AI Has Become Mainstream Among Creatives

By the Editorial Team · Sunday, October 18, 2026

A LUMA report reveals that 81% of U.S. creative professionals have used AI in content production, though 62% worry about its impact on human creativity. The findings highlight a divide between AI leaders who deeply integrate the technology with human oversight and others, while agencies and brands anticipate shifting budgets and roles due to AI-driven efficiencies.

A new report from LUMA, a multimodal general intelligence platform, highlights the growing integration of artificial intelligence (AI) within the creative industry. The “State of Creative Professionals and AI: 2026” report, released at Brandweek, provides a broad examination of how creative professionals across the United States are incorporating AI into their workflows.

Based on a survey of 760 creative professionals representing agencies, brands, production companies, and freelancers, the report finds that AI has become widespread in content creation. An overwhelming 81% of respondents confirmed they have released AI-generated or AI-assisted content. Despite this prevalence, many professionals remain cautious about AI’s role, with 62% expressing concern that reliance on AI could undermine human creativity.

Caroline Ingeborn, LUMA’s chief operating officer, emphasized that the critical question today is not whether to use AI but how to balance its value with human judgment. “Creativity, taste, storytelling and judgment remain fundamentally human,” she said, underscoring the industry's ongoing effort to define appropriate roles for automation.

The report also reveals a strong sense of optimism about AI’s productivity benefits: 71% of respondents view AI as generating more advantages than disadvantages in their work, and 40% believe AI improves both efficiency and creative quality. Access to AI tools is generally good, with 72% rating their availability as good or excellent. However, less progress has been made in formal training and embedding AI into creative workflows; more than half of organizations lack structured processes for evaluating and approving AI applications within their teams.

LUMA’s research highlights significant differences between organizations leading in AI adoption and those lagging behind. “AI Leaders,” as defined by the study, are far more likely to have released video projects predominantly or entirely created by AI—78% versus 11% among “AI Laggards.” These leaders distinguish themselves not by using a larger number of AI tools, but by integrating the technology more deeply while maintaining strong human oversight and creative direction.

The study additionally points to shifting dynamics between agencies and brands regarding AI’s impact on creative services and budgets. Over half (55%) of agency professionals anticipate that AI will justify higher fees by enabling greater creative output and capabilities. Conversely, a majority of brand-side respondents (53%) expect to reduce external agency spending, as internal AI solutions allow more work to be conducted in-house. This divergence suggests a potential redefinition of agency-client relationships, with increasing emphasis on strategic insight and judgment rather than solely on production volume.

Overall, the report illustrates that while AI is becoming a mainstream tool in creative professions, the industry is still navigating how to harness it most effectively without compromising the human elements central to innovation and storytelling.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.